Campaign of the week – Burger King’s 70th anniversary sizzles with nostalgic passion
This week, we tip our hats to Burger King’s sizzling 70th-anniversary campaign, a creative collaboration between Buenos Aires agencies Room23 and Trans Company.
The campaign playfully positions Burger King’s enduring commitment to flame-grilled goodness as a metaphor for long-lasting love. Entitled “The Fire’s Still Burning,” the campaign features a series of print ads shot by fashion photographer Guy Aroch.
These eye-catching visuals capture senior couples in passionate embraces at Burger King’s drive-thru and car park. The tagline “70 years later” adds a clever touch, suggesting that Burger King’s flame-grilled taste has been a constant companion throughout their lives.
This campaign is a masterclass in leveraging nostalgia to connect with audiences. By tapping into the emotional power of long-term relationships, Burger King reinforces its own brand legacy while subtly reminding viewers of their enduring love for a classic burger experience.
Flipping the script on ageism
Burger King’s 70th-anniversary campaign also breaks the mould when it comes to traditional advertising.
The industry’s ageism is a well-documented issue, both in front of and behind the camera. Burger King’s fresh take has been widely applauded for featuring senior couples in its “The Fire’s Still Burning” campaign.
James Garrison, our MD, highlights the campaign’s significance: “In an industry where older individuals are often side-lined or overlooked, the campaign shines a spotlight on their vitality and desire.”
This conscious decision goes beyond simple representation. It fosters a sense of inclusivity and resonates with a wider audience demographic.
Credits:
- Agencies: Trans Company, Room 23
- Creative Directors: Sebastian Wilhelm, Maxi Anselmo
- Photographer/Director: Guy Aroch
- Production Company: Artworld, New York
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